The article deals with images of old men and women in advertising. It analyzes a corpus of TV ads of the 1990's based on interviews with advertising creators, old age activists and a group discussion with a third age activity group. The central argument concerns the fact that those images promote the "reprivatization of aging", which implies transforming it into a problem concerning individuals that are seen as unable to develop motivating skills, and to adopt consumption patterns and ways of life appropriate to avoid old age.
Gender; Old Age; Advertising; Media; Consumption